World Air Sport Federation turns to 4C Teletrax analytics

4C, a data science company, announced at Sportel this week that its TV Analytics solution has been adopted by the World Air Sport Federation (FAI). The Federation will use 4C’s Teletrax technology to track Video News Releases (VNRs) for general coverage of FAI sports, including ballooning, gliding, aerobatics and more. 4C’s TV Analytics solution monitors over 2,100 channels worldwide in 76 countries, enabling the Federation to better understand how its video content is broadcast and promoted globally.

Via its Teletrax technology, 4C provides the FAI with a unique analytics solution to effectively track its VNR content during air games and competitions across multiple international TV channels. It also enables the FAI to assess the most successful VNRs across different regions by monitoring the most aired VNR in real-time. This global analysis allows the FAI to create tailored VNRs that attract viewers and can be used by the media in its coverage of competitions and events.

Andy Nobbs, SVP Global TV Analytics Sales & EMEA Activation at 4C said: “Our TV Analytics solution allows our partners to track and analyse key moments in any sport, from track to field and to the sky, including niche air sports supported by the FAI. Collaborating with Quattro Media, our meticulous TV monitoring enables FAI to better understand its core demographic and develop its content strategy accordingly. As a result, we’re able to help the Federation explore new sponsorship and advertising opportunities as well as better analyse the success of its VNRs.”

“We are passionate about air sports and our collaboration with 4C has enabled us to build strategies that ensure our footage gets seen globally,” said Susanne Schödel, Secretary General, FAI. “The data that 4C’s TV Analytics solution provides is instrumental in the development of our content offering. Understanding what kind of footage is most appealing to a wide range of audiences allows us to modify our offering to best suit local and global audiences, which in turn helps us entice new participants and spectators.

“Many sports competitions taking place in the air rely on specific conditions, which can make it difficult for fans to follow the latest news — which is what led us to create our own VNRs in the first place. Having access to 4C’s data allows us to continue to promote our favourite sports to an increasing fan base in a far more effective and efficient way.”